The NBA's highest-paid players for the 2025-26 season include both established legends and rising stars, with salaries driven by endorsements and media ventures. LeBron James and Stephen Curry lead the earnings, showcasing the league's evolution into a global entertainment powerhouse.
Key points
NBA players are global brands and cultural icons.
LeBron James and Stephen Curry are top earners.
Salaries are influenced by endorsements and media ventures.
The league has evolved into a global entertainment powerhouse.
Diversity in earnings reflects multiple pathways to financial dominance.
The NBA’s highest-paid players in the 2025–26 season are more than just elite athletes—they are global brands, business ventures, and cultural icons rolled into one. At the top of the earnings ladder, the modern superstar is defined not only by production on the hardwood but by influence far beyond it. Massive television deals, expanding international audiences, and the ever-growing intersection of sports and entertainment have created an environment where top-tier players command unprecedented financial power. Salaries have reached historic heights thanks to evolving collective bargaining structures, but it’s the off-court ecosystem—endorsements, media ventures, equity stakes, and personal brands—that truly separates the highest earners from the rest of the league.
This year’s list reflects a fascinating blend of established legends and ascending stars. Veterans like LeBron James and Stephen Curry continue to set the benchmark, leveraging decades of excellence into enormous endorsement portfolios. Meanwhile, players such as Jayson Tatum and Anthony Edwards represent the league’s next financial wave, capitalizing on performance, personality, and marketability in real time. The diversity in earnings composition—some driven heavily by endorsements, others anchored in salary—illustrates the multiple pathways to financial dominance in today’s NBA.
Ultimately, these earnings figures tell a deeper story about the league itself. The NBA has evolved into a global entertainment powerhouse, where its brightest stars are not just competitors but influential figures shaping business, culture, and media on a worldwide scale.
1. LeBron James
Q&A
Who are the highest-paid NBA players in the 2025-26 season?
The highest-paid NBA players include LeBron James, Stephen Curry, Jayson Tatum, and Anthony Edwards, among others.
What factors contribute to NBA players' high salaries in 2025-26?
Factors include massive television deals, endorsements, media ventures, and the players' personal brands.
How do endorsements affect NBA players' earnings?
Endorsements significantly boost earnings, with some players earning more off the court than through their salaries.
What does the earnings landscape look like for NBA players today?
The earnings landscape is diverse, with players leveraging performance, personality, and marketability to achieve financial success.
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1. LeBron James
LeBron James
Salary: $52.6M
Endorsements: $80M
Total earnings: $132.6M
LeBron James continues to dominate the financial landscape of the NBA, largely driven by his unparalleled global brand. Even in the later stages of his career, his endorsement portfolio—featuring major partnerships across sportswear, media, and tech—far exceeds his on-court salary. His longevity, business acumen, and cultural influence have turned him into a billion-dollar athlete. This earning profile reflects not just performance, but decades of brand-building and market relevance.
2. Stephen Curry
2. Stephen Curry
Stephen Curry
Salary: $59.6M
Endorsements: $50M
Total earnings: $109.6M
Stephen Curry remains one of the most marketable athletes in the world, combining elite performance with a widely appealing personality. His salary is among the highest in the league, reflecting his franchise value to Golden State. Off the court, his long-standing partnership with Under Armour and growing media ventures significantly boost his earnings. Curry’s financial standing mirrors his revolutionary impact on the modern game and his strong consumer appeal.
Kevin Durant’s earnings showcase a balance between elite salary and substantial endorsement income. As one of the most skilled scorers in NBA history, he commands maximum-level contracts while also maintaining a strong presence in the business and investment space. His partnerships with global brands and ventures in tech and media elevate his off-court income. Durant’s profile reflects both sustained excellence and strategic financial diversification.
Giannis Antetokounmpo has evolved into an international icon, with earnings that reflect both his dominance on the court and his global appeal. His supermax contract anchors his income, while endorsement deals—particularly with Nike—continue to expand his reach. Giannis’ story and personality resonate worldwide, enhancing his marketability. His earnings trajectory suggests he will remain among the league’s financial elite for years to come.
Jayson Tatum represents the new generation of NBA superstars translating performance into financial success. His salary reflects his status as the cornerstone of a championship-contending franchise. While his endorsement earnings are lower than some peers, they are steadily growing as his profile rises. Tatum’s trajectory indicates significant upside, particularly as he continues to establish himself among the league’s elite players.
6. Anthony Edwards
6. Anthony Edwards
Anthony Edwards
Salary: $45.6M
Endorsements: $20M
Total earnings: $65.6M
Anthony Edwards is rapidly becoming one of the NBA’s most exciting and marketable young stars. His rookie extension places him among the league’s highest-paid players, while his charisma and highlight-reel play drive endorsement opportunities. Brands are increasingly investing in Edwards due to his personality and star potential. His earnings reflect both current performance and strong future market value.
Joel Embiid’s earnings are anchored by a massive salary that reflects his MVP-caliber production. While his endorsement portfolio is more modest compared to some peers, his dominant presence on the court ensures continued financial growth. Embiid’s international background and unique personality provide additional marketing appeal. As his visibility increases, his off-court earnings are likely to rise accordingly.
Jimmy Butler combines elite competitiveness with a distinctive personal brand that resonates with fans. His salary reflects his role as a franchise leader, while his endorsements benefit from his authenticity and entrepreneurial ventures, including his coffee brand. Butler’s financial profile highlights a player who has maximized both performance and personality. His steady presence in high-stakes playoff moments further enhances his value.
Nikola Jokić’s earnings are heavily weighted toward his salary, underscoring his immense value as a multi-time MVP. Despite being one of the best players in the world, his endorsement income remains relatively understated due to his low-key personality. However, his consistent excellence and team success continue to elevate his global recognition. Jokić’s financial profile reflects dominance rooted primarily in on-court performance.
Devin Booker rounds out the top ten with a strong combination of salary and growing endorsement appeal. As the face of the Phoenix Suns, his contract reflects his scoring ability and leadership. Off the court, Booker is steadily building his brand through partnerships and increased visibility. His earnings trajectory suggests continued growth as he remains a central figure in the league’s competitive landscape.
Conclusion
Conclusion
Conclusion
The 2025–26 earnings landscape underscores how the NBA rewards both excellence and influence in equal measure. While elite contracts remain foundational, it is branding, visibility, and off-court ventures that define true financial supremacy. As the league continues to grow globally, the ceiling for player earnings shows no signs of slowing down.
